As most PR agencies know, social media is no longer just for B2C companies. The B2B landscape is changing, especially for technology brands. B2B tech companies typically deal with demanding and savvy customers. They are under pressure to differentiate their brand communications to reach key audiences in more thoughtful and effective ways. B2B brands in the tech space can use social media to establish a distinctive voice and build their own community of followers. Most importantly, social media helps B2B companies gain the trust of their audience and gives them a reason to come back.
Reach the right target group
The B2B market is changing, starting with the customer demographic. Now, the target group is younger than ever, and B2B communications are almost entirely digital. But there is a misconception that only senior executives at customer companies have the buying power. B2B technology brands can be hesitant to jump into social media because they may not understand its value. Participants can choose to limit their activity to LinkedIn, where corporate leaders are most active.
But the reality is that B2B companies can benefit greatly from being active on a variety of social platforms. According to ThinkWithGoogle, 81% of millennials now have a say in corporate purchasing decisions. And social media plays a big role in reaching these young, confident corporate customers.
Finding the Right Platforms
The first step for many B2B brands is figuring out where to reach corporate customers. For example, a platform like Facebook may not be suitable for business users, but that can only be determined by looking at demographic data. Only by analyzing the data can you learn where potential customers interact on social media, where website visitors learn about your company, what types of content perform best, and what they are saying online about your specific brand or category.
Data alone won’t give you all the answers, but asking the right questions when collecting it is enough. For example, a simple question like, “Where do my customers get their news from on their mobile phones, on TV, and elsewhere?” can tell you a lot about where and how your digital marketing efforts should be focused.
Twitter and LinkedIn are two of the most used platforms for B2B brands because they tend to attract a more business-oriented audience. But with over 1 billion users and growing, Instagram is becoming a highly effective social media platform for businesses of all kinds. As B2B audiences are getting younger, Instagram can play a big role. Some argue that for a bold content strategy, you should also consider TikTok, where clever and entertaining content can reach a whole new generation. A TikTok campaign could differentiate your B2B brand from the rest by showing your willingness to take risks, be bold and creative, and deliver content on a more personal and engaging level.
Produce the right content
How can B2B brands get the most out of social media? The first step is to find the best environment to share your content. It’s important to be community-oriented. Sharing your content with an education- and service-oriented tone, rather than a sales-oriented one, helps build trust with your audience. Unique, inspiring stories and content that reveal your brand’s personality can build a community of followers and keep your B2B company noticed and relevant.
B2B technology brands that have done a great job of building a strong social media presence include Adobe, Google, Cisco, General Electrics (GE), and Salesforce, to name a few. For example, Cisco stands out with a variety of videos on YouTube about service providers, business trends, industry solutions, and product training. GE’s Twitter account invites users with fun content that is informational rather than sales-related.
The B2B technology landscape includes social media
There’s a myth in the B2B technology industry that social media doesn’t work because the industry is too “boring.” That’s simply not true. Rather, this stereotype should act as motivation to make the most of social media and its benefits for your business. “Boring” B2B brands with Instagram and TikTok are anything but. Over one billion people around the world are active on social media, and a portion of that population will interact with your business – but without social media, you may not be able to reach these people.
